In collaboration with a lead copy and content creative, a set of concepts was pitched to the internal team at Mattel. This included overall concepts that were then broken down into key language for suggested scripts. The emphasis was to study the market and play off of trending and relevant social cues. Once the internal team decided on a concept direction, the copywriter finalized language while graphically the story board was comprised. This then went to an artist to construct more solid storyboard flow. Art direction of finalized boards went to the animators to complete the piece. The script was written by Mugs Cahill.